Social Media Metrics: How to Measure and Optimize Your Marketing Investment


When it comes to social media efforts, it has the ability to impact your online marketing campaign in a significant way; however, you must first know how to determine if the efforts you are making are actually working. Using a Ft Lauderdale SEO is a great way to get help with this type of marketing.

The ROI, or return on investment, in regards to social media is a popular topic when it comes to online marketing. PPC campaigns are easy, due to the fact that you can track your expenses easily, which makes determining your ROI simple. Even with organic SEO methods you can track your goals, conversions and easily determine the link building strategies that are creating the greatest amount of revenue for your marketing investment.

On the other hand, social media is much less straightforward, especially when a strategy you use surges on one social media site and falls flat on another. It can take multiple actions, retweets, likes, etc. before anyone actually takes any action, which means that tracking the SMM efforts you have developed can be difficult, and not to mention expensive.

When you implement the use of the available tools and the tips found here you can easily measure the success of any social media marketing campaign that you develop, and have confidence that you are receiving accurate results.

Determine your Goals

Prior to ever trying to measure the social media campaign you have developed you need to have a crystal clear idea of what you are trying to achieve, which means you will also know what you will need track. This is especially important when it comes to your social media efforts since the differences in each of the platforms and the different ways that social media can serve your campaign will vary. When you begin to develop your goals, consider the following:

  • Who exactly are you trying to reach?
  • What are you doing to engage the targeted audience?
  • What is the action you are trying to get viewers to take?

When you define your specific goals you can then determine the metrics that you will need to use to monitor in order to determine if the campaign you have developed is performing well. The metrics will help you determine what is working on a specific platform, which ones need to be changed and which area should have the majority of your focus.

For the majority of social media campaigns, you will find that the metrics will fall into one of three categories:

  • Reach
  • Engagement
  • Conversions

The Reach of your SMM Campaign

Reach includes the total number of individuals that are currently aware of your business through the various social media platforms. The simplest way to measure this is with the total number of visitors, connections, followers, likes, etc., that you have on any social media platform. The numbers provide an easy to determine answer; however, what you should be more concerned with is why the numbers change – both in a positive and negative direction.